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Car brands have always been the pioneers of marketing and dare to make all kinds of creative activities and advertisements. However, commercial vehicle companies tend to be more stable in marketing and brand communication than passenger cars companies that are closer to mass consumers. However, with the development of society, the concept of communication of commercial vehicle companies has gradually begun to keep up with the trend, especially in the current situation of the development of the Internet in full swing, the media is increasingly diversified, the marketing revolution of commercial vehicle companies is also quietly taking place.
Three dissemination system Red Rock struck the first blow <br> <br> reporter learned from the SAIC Iveco Hongyan stakeholders, this year will be Hongyan brand communication through CCTV, radio and online media three major platforms. Jiang Jianhua believes: “CCTV has good coverage and high credibility, which can greatly enhance the brand image, but at the same time, it also has a relatively high expenditure; radio is mainly for drivers, and they spend most of their time in the process of driving and surfing the Internet and watching TV. Unrealistic, but listening to radio is not affected, and most cargo drivers have the habit of listening to radio."
Talking about the application of the Internet, the relevant person stated that as commercial vehicles are expensive commodities, consumers must have detailed product introductions, and the network is a platform that can carry large amounts of information. Through online marketing, on the one hand, it can improve the reputation of the company. On the other hand, it can reflect the detailed parameters and in-depth evaluation of the product. The “Who Am I?â€, “How am I?†and “Why Buy Me?†marketing The idea can be fully reflected.
“We attach great importance to the network this year and assist terminal promotion activities. The online and offline three-dimensional communication system can ultimately better serve the terminal market.†The above-mentioned related person concluded.
Regarding offline activities, he also expressed his own opinion: “A lot of commercial vehicle companies have done a good tour before, but the current customers often think that the details of experience are not enough.†In the idea of ​​holding events, this A related person believes there is a certain gap between the domestic and foreign auto markets. “The activities of foreign commercial vehicle companies are relatively pragmatic and the purpose of the campaign is sales. The scale is not necessarily large. The key is warm, and the brand reputation can be greatly improved through activities. The offline activities organized by domestic commercial car companies are some of the events and activities, and they do not realize the key points of offline marketing. They naturally do not do well."
Since moving steadily JAC precision marketing <br> <br> online media has such great significance, it is not all commercial enterprises are more inclined to advertising budgets to such marketing channels? The answer is not the case. Ms. Wang, who is responsible for the JAC heavy truck, said that as an integrated automobile manufacturer, JAC is involved in many fields such as cars, light trucks, parts, heavy industry, and passenger cars. In terms of JAC heavy trucks alone, marketing ads are less popular in the mass media. "Commercial vehicle users, objectively speaking, are niche users, and the user groups are relatively concentrated. Therefore, we will not choose mass media as a communication channel." Ms. Wang explained, "Although the mass media exposure is indeed high, but the cost is also very high. Due to the small size of the user base, the use of mass media will result in unnecessary waste of effects and costs."
In terms of marketing investment, Ms. Wang revealed that this year's JAC heavy trucks did not change much in marketing methods compared to last year, and professional communication through professional media is still the first choice. There are websites, newspapers, and publications. In terms of professional websites and professional newspapers and magazines, Ms. Wang said that there are a large number of real users in the current mature web forums, reflecting community functions, and it is not the media who “talk to oneselfâ€. By nature, such platforms are easier to achieve precision marketing. "This approach is better than the soft-text release, performance release or advertising cooperation, so the energy will be relatively more input." She said.
Finally, Ms. Wang told reporters that JAC's heavy-duty brand communication approach focuses on end-users. In order to achieve better services, JAC Heavy Trucks has also developed a mobile phone APP, which combines WeChat and Weibo to provide consumers with more intimate services.
After attracting 80 North Pennines favor of new media <br> <br> reporter from North Ben heavy truck in meeting that ran north this year is divided into traditional and emerging media propaganda publicity media in two parts in the spread of the brand. The focus of the emerging media is to open the official WeChat and Weibo platform. The traditional media are television, radio, websites, and magazines, where work focuses on television and radio.
Mr. Lu, the head of Branding Division of Bei Ben Heavy-Duty Gas Marketing Division, said that as far as the current situation is concerned, the new media has just emerged and there are more users and more convenient to use. Therefore, they tend to move closer to the new media. In addition, the launch of CCTV advertising and CCTV radio advertising has also been put on the agenda. Because Beibei has a good reputation and good reputation, it wants to use the broader user media to promote it further. "This year (Bei Ben) wants to give everyone a brand new concept," added Lu.
As to whether new media are suitable for commercial vehicle user groups, Mr. Lu believes that the current consumer vehicle of commercial vehicles is the 1980s, which is different from those in the post-60s and the post-70s. They are affected by more social environments, “because of the computer and network With their growth, their acceptance of new things is very fast."
Social media and professional websites have different user groups. The former has a wider coverage and the latter has more precision. In the dissemination of Internet marketing channels, Mr. Lu said that in terms of his personal perspective, all types of Internet channels should be taken into account, not too much for users, logistics companies or certain special groups. For example, Beiben has many user groups in northern regions such as Inner Mongolia, Shanxi, and Shaanxi, but it has weaker propaganda in the South. Therefore, he believes that the wider the audience, the better, whether or not Beiben’s current product users, may become Beiben's potential customers or promoters, so "as long as it is a channel for the promotion of products and brands, should make full use of."
Word of mouth marketing or simply <br> <br> Propaganda Department of China National Heavy Duty Truck Senior Guo Nan is less optimistic about the micro-channel marketing value for commercial enterprises. He believes that commercial vehicles as a means of operating, making money, consumers are more cautious in choosing to purchase than passenger cars, word of mouth plays a very important role. "The greatest trust for heavy truck customers is the recommendation of peers and relatives and friends." Guo Huannan said: "Trust needs the cooperation of media campaigns, but it has not yet risen to the height of the Internet. In addition, because commercial vehicles are not popular Consumer products, Wechat is unlikely to have a quick effect on word of mouth."
In addition, Guo Huanan believes that there are still reasons for the existence of hard advertising. “When new products are introduced, they must be hard and wide, but they must be story-telling. Advertisements like Volvo can be linked to families. Commercial vehicles have not done so in the promotion of fuel conservation and safety. It is a direction for commercial vehicle companies to work hard,†he said, which is more conducive to turning advertisements into word-of-mouth marketing.
Although he believes that the emergence of new media has little impact on commercial vehicle companies, Guo Huannan’s significance to Internet marketing is still certain. "The big trend is that people have the ability to search information on the Internet." He pointed out that "professional sites, such as the bar, forum, there are many owners of commercial vehicles to discuss, especially young car owners will also adopt this approach This will have an impact on the user’s purchase options."
For offline marketing, Guo Huanan believes that its essence is the communication between the company and its customers, and it can hear some voices from customers. "Now companies are engaged in user interaction, but some of the cooperation with the media is not in line with the market, did not play a good role. To pull users in, or became a manufacturer's own entertainment." He said.
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